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The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market presents information on China and its role as a relevant player in the international wine industry, both as supplier and consumer. The book provides new insights into the global dynamics of the wine industry, expanding the knowledge of academics, practitioners, and students on the growing demand for wine in China. Special attention is paid to the supply and demand changes, their impacts on Western wine supply chains, and new market opportunities. The book contributes the latest research findings to increase the understanding of the context of wine consumption in China and the most suitable marketing and communication approaches. The book aims to provide academics with the most adequate methodological tools to study a novice market, with both conceptual and empirical chapters included. The book covers a range of topics, including the behavior of Chinese consumers and their attitudes towards wine, the cultural context of wine in China, the characteristics of the wine supply chain in China and its development, the impact of China on Western wine supply chains, wine marketing and communication in China, wine branding in China, including counterfeiting, wine education in China, the links between wine, food, luxury, and Western products in China, and wine tourism.

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Incontestablement, le terroir revêt aujourd’hui une connotation positive. C’est un signe de qualité recherché, aussi bien par les vignerons qui y voient une reconnaissance dans leurs pratiques des valeurs environnementales et paysagères ; par les consommateurs qui y trouvent une authenticité et une proximité avec les lieux de production ; mais aussi par les territoires pour lesquels le terroir devient facteur de développement. Mais ces valeurs positives du terroir ne sont que très récentes, il est donc nécessaire de déconstruire cette notion en mettant en miroir les acceptations disciplinaires du terroir. Chacun dans son rôle (du consommateur au vigneron), dans sa discipline (des sciences humaines et sociales aux sciences exactes), analyse, anticipe, interprète et définit des objets attachés à la vigne et au vin.

Geography --- Sociology --- paysage --- patrimoine --- AOC --- sociologie --- vin --- géographie --- alimentation --- qualité --- sciences sociales --- Terroir (viticulture) -- France --- Vin -- France